QUESTIONS?

We’ve compiled some specific questions people most often want to know about placement below. If there’s something we’ve missed, let us know and we’ll answer it for you as soon as we can.

WHAT IS PLACEMENT?

Placement is a marketing communication channel through which products, services and messages actively gain on-screen exposure within the scenes and scripts of television programmes or films. Placement is a vital part of marketing across TV, Cinema, Digital, VOD, Music Production and Gaming.

WHAT IS PROP PLACEMENT?

The free supply of products to the production companies or studios. The brand supplying the products cover the cost of the product supply and delivery to the production sets or prop houses. There is no legal obligation from the production to use the products on screen or include them in the final cut.

WHAT IS PRODUCT PLACEMENT?

Product Placement is when a contracted agreement is made between the broadcaster and the brand regarding the integration of brands in to the content. The deal sets out certain guarantees around the specific products to be ‘placed’; when during the programme or film the products will be seen (often over a set time period) on screen and the nature in which the products will be referred to or used on screen. other channels.

WHAT IS THE DIFFERENCE BETWEEN PROP AND PRODUCT?

Prop Placement is when props are supplied free of charge by the brand to the production and is generally considered a cost-effective, long term strategic method of gaining on-screen exposure.


Product Placement is when a brand supplies funding to the broadcaster in exchange for a guaranteed level of exposure and is generally considered a short term, tactical approach which whilst expensive allows more planning and activation on other marketing communication channels due to prior knowledge of timings and nature of the brand exposure.

WHAT ARE PRODUCT PLACEMENT, P4P AND PAID-FOR PLACEMENT?

Product Placement, P4P and Paid-For Placement are all terms that mean the same thing in that they refer to a deal whereby branded exposure within a programme or film is contractually guaranteed.

WHAT IS UNDUE PROMINENCE?

Undue Prominence is when brands feature on screen for longer than necessary or take up more too much of the screen to the point at which it becomes distracting for the viewer. In some cases, brands will have to be on screen for longer periods of time than others in order to tell the story, so the Undue Prominence guidelines must be balanced with guidelines around Editorial Justification.

WHAT IS EDITORIAL JUSTIFICATION?

Editorial Justification is when the brand being shown on screen (prominently or not) has a reason for being involved the scene. Part of the important role of set designers and art directors of fictional programming is to ensure that sets have the integrity and realism required to be believable by the audience. It is important to have this regulatory guideline in place to make sure that this protection is not overridden by any brand or production.

WHAT IS PRODUCT PLACEMENT NOTIFICATION?

Product Placement Notification is required from the broadcaster to the audience upon broadcast of content containing a brand as a result of a Product Placement deal.

WHAT IS A PLACEMENT AGENCY?

Placement Agencies are employed by brands to secure on-screen exposure for their brands. Placement Agencies are usually the gate-keepers between the brands and the TV and Film production industry. Reputable Placement Agencies will provide accountability and transparency with regards to the productions they ‘place’ brands in to and the brands exposure that is then achieved several months later on screen.

DOES PROP AND PRODUCT PLACEMENT WORK?

Prop and Product Placement is a proven effective marketing strategy. Not only are there tens of thousands of branded appearances on screen every year, there are also dozens of research projects that have been undertaken by major broadcasters, major brands, top media agencies and independent market research companies to assess the effectiveness from an unbiased viewpoint.

If you can’t find the answers you need, contact us directly, or find more information at Ofcom or PACT